Facebook Lead Ads or Facebook ads for businesses is one of many paid ads platforms that allows you to target an audience to generate leads, specifically on two of the most popular social media sites – Facebook and Instagram. As marketers and business owners in Edmonton, it’s our job to meet our prospects where they’re spending their time, not the other way around. Facebook Lead Ads allow users to stay on the platform to submit your lead form. Instead of sending users to an external landing page, prospects can access your offer without ever leaving the Facebook mobile app, which is key for increasing conversions. This means you can capture lead information from the Facebook platform and avoid the friction of a longer click-through path for the user.
Your prospects will go through what’s known as the buyer’s journey, which consists of three phases that eventually result in a new customer.
1) Phase one, or the awareness stage, is when you attract strangers to your business by providing useful content.
2) Phase two, or the consideration stage, is when these strangers begin to like and trust you over time and eventually convert into leads.
3) The final phase, the decision stage, develops as you engage with your leads until they become customers.
4) The bonus phase – as you can see in the flywheel – is how you delight your customers by nurturing your relationship.
The buyer’s journey will be useful to keep in mind as you set up your Facebook Ads for businesses.
Benefits of Facebook Lead Ads
– Native Functionality: With Lead Ads, users can submit their information through an auto-filled form without ever leaving the platform. You avoid disrupting the user experience by keeping your lead on Facebook instead of switching from the platform to your website and back again.
– Mobile Responsiveness: Facebook Lead Ads are particularly beneficial for mobile. The app is already set up for mobile users, so you can rest assured that your ads will be, too. That means that no matter on which device your potential leads are seeing ads, they will be able to complete your form without any issues.
– Simple Data Collection: Lead Ads are also beneficial for the advertiser because they capture potential customers’ information without having to create a new landing page or conversion path. Everything you need to obtain a new lead is in the platform, and that data can easily integrate with your CRM.
– Highly Targeted Segments: Facebook Lead Ads allows for highly targeted segmentation, like interests, demographics, and more. This means that the leads you acquire from your Facebook ads are already highly qualified for your product or service.
Without wasting any time, let us directly look at the sureshot ways that will help you convert on all of your Facebook ads for businesses in Edmonton.
Target the Right Audience
Your target audience for Facebook Ads for businesses should align with your lead ad’s objectives. There are three primary audience types you can choose from:
– Lookalike audiences: If your goal is to expand your customer base, create a Lookalike Audience modelled off of your most valuable customers in order to find similar users. Learn more about how to use lookalike audiences.
– People near you: If you have one or more locations and your account is managed by a Facebook representative, you can use the business locator feature and target ads to people in a range of your stores. This audience segment is ideal if your aim is to schedule appointments, demos, or simply encourage customers to visit.
– Custom audiences: Examples of custom audiences can include people who are subscribed to your newsletter, recent site and app visitors, or people in your CRM.
Create a Value-Laden Offer
Now it’s time to choose your unique offer or sales proposition.
– What need are you filling?
– Why is your solution unique?
– What are you giving back to your customers?
If somebody is giving you personal information, you need to offer them something back in return as an incentive. This can include a number of different options, including:
– A monthly newsletter service
– Free insurance quote
– Coupons or discounts on products or services
– Free samples or demos If your business is using lead acquisition as its primary marketing objective then you’re more likely targeting top- or mid-funnel visitors to create awareness or an initial point of contact with a potential prospect. This means that your ad copy should be more informative than cater to strict shopping intent. Once you have established one or more offers, you need to advertise your value to prospects to help them get past their skepticism.
For B2C businesses, coupons and discounts often work the best. Some other ideas include:
– Limited time offers
– Free demos
– Early access to content
– Weekly or monthly deals and discounts
It’s important that you walk your users through the signup process. Some users think clicking on your ad is enough to receive a discount or going to your site, but it’s important to specify that they’ll only receive their benefits once they complete the sign-up form.
Make the Most of SMSs
Check your email and SMS inboxes. Which one is overflowing with unread messages? It’s your inbox, isn’t it? While SMS messages are read 99% of the time, emails can languish. So it’s a total no-brainer to integrate SMS into your lead generation process. The key to using SMS is to fold it into an existing channel to provide a strong context for users receiving your messages. Let’s look at some quick ways to painlessly integrate SMS:
– In response to a survey. If a lead gives you their mobile information after taking a survey, use it to follow up. You can give them information about any concerns they raise. For example, if they’re confused about pricing plans, follow up with a link to a walkthrough of your plans.
– In response to a video. Follow up your CTA on an educational video with places a lead can find more product information to encourage their exploration of your services.
– As the kickstart to an offer. If you’re hosting sweepstakes, offering a coupon, or having a sale, reminding your leads soon before it expires capitalizes on SMS’s instant nature and encourages people to shop because of a hard deadline.
The best leads are qualified leads when it comes to Facebook ads for businesses. These are the people most likely to buy something. To find these people, use your instant form to ask qualifying questions. Segment leads based on how they respond and focus on nurturing your qualified leads first. One way to do this is to connect with a lead through a survey with a contact information form. This will give you valuable information about your leads that can help you nurture them. Here are some tips for getting the most out of your survey.
– Start by asking if the lead needs the value your product delivers. This will help people gauge which of their needs you can meet, which means you can instantly qualify them. In turn, you’ll be more prepared to discuss how you can help them.
– Time it correctly. If you have a free trial version of your product, asking people how their experience has been with your product during that trial can help you direct leads to helpful products or features as they look to transition to the full version of your product.
– Place your surveys strategically. A survey that appears before clicking away from order form could ask why someone hasn’t completed an order. On a products page, you could ask what features are most important. Capturing this type of data will help you nurture your leads.
Surveys demonstrate the value you place on your customers’ feedback and help you serve your lead from square one. Even if your survey follow-up doesn’t convert every lead, they can still capture feedback that you can use to improve. Plus, surveys are a customizable and easy addition to any website, making them a fit for any lead generation strategy.
Respond to Leads
Run your ads at strategic times because timely follow-ups have proven to impact conversions significantly. Make sure to run lead ads when you can quickly respond. Use ads scheduling to schedule your lead ad campaigns to run during your business hours so people can receive follow-ups immediately after submitting their form. Also, follow up when it’s most convenient for your leads. If you’re unclear when the best time to respond to your potential customer is, use custom questions to find out when they would like to hear from you. Doing this will create a more positive user experience and maximize conversion rates.
Automate the Following Up Process
It doesn’t matter if you got 10 leads or 100, manually entering data into another platform just doesn’t cut it. There’s too much potential for information to be entered incorrectly. It also doesn’t make sense for you to capture data on Facebook, download it, then upload it to your CRM system. This is the time spent on tasks that don’t add any value to the customer experience. Simply put, “low-value activities keep you busy and stop you from getting real work done. Make time for work that matters.”
The good news is that Facebook lets you sync with CRM products like Salesforce and Airtable to automate communication with new leads and to manage processes better. The goal here is to keep customers engaged, excited, and moving smoothly along the customer journey – not a stop-and-go experience where you deliver information to them piecemeal. To get started, choose from Facebook’s list of CRM tools. For example, if you choose MailChimp once new contact information is received, it’s automatically added to a segmented list in your account and a targeted drip email campaign begins.
Let’s say you run an ad for a limited edition product. Your drip campaign will feature the benefits of the product, customer testimonials, and a discount code. If you run an ad for a different product, the drip campaign would also be different.
This way you have the flexibility to customize your email campaigns as much as needed and nurture new leads.
Use Instant Forms
With lead generation, it’s easy to focus on collecting emails to grow your email list. However, Facebook lead generation ads can actually be used in three ways:
1) Email signup, which is great for email list growth and newsletter sign up,
2) Inquiry forms, which can be used to learn about an audience and to find out their preferences and interests,
3) And special offers and promotions, which are great to get people interested in your brand and to buy by offering an immediate reward.
The goal with most lead generation ads is to get an email address. But as you can see, there’s more than one way to do that and still get the insights you need.
Be clear on your goal for your lead ad campaign. Think about your campaign objective. Do you only want to grow your email list to communicate with leads more directly or do you want to offer access to a specific product or service? Let’s say you want to promote a webinar that will introduce a new product or service you offer and will get you in front of your target audience. Use email signup in your instant form so that you can remind leads to purchase something after the webinar.
How to Create a Facebook Lead Ad in 12 steps
Here’s how to set up Facebook lead generation ads, step by step.
1) Go to Ads Manager.
2) In Ads Manager, click Create in the top left corner.
3) Choose Lead generation as your objective and name your campaign.
4) Choose the Page you plan to use for the lead ad. Click View Terms and then agree to the Facebook Lead Ads terms and conditions after you’ve read them.
5) Choose your target audience, placements, budget, and schedule. Note: Lead ads cannot be targeted to people under the age of 18 years.
6) Select your lead ad formats. You can select carousel, single image, video, or slideshow. Upload your media. Upload your creative assets here. You can choose between a video (yes, gifs count) or an image.
7) Set your budget and schedule. This is where you can select the average you want to spend per day and how long you want your ad to run. Facebook Ads works on an auction system, so make sure to choose a budget that seems reasonable based on prior research.
8) Add your headline, body copy, and a call to action. A window on the right offers a preview of your ad as you create it.
9) Name your ad. This is the internal name for your ad that will help you keep track as you build out different ads within your ad set.
Intro: Use this section to clearly explain why people should fill out your form.
Custom questions: There are two types of questions you can choose: Standard questions (ie. gender, job title) and custom questions. Ask custom questions that pertain to your business, for example: “When are you looking to buy a new car?” Up to 15 questions can be included. Some governments bar advertisers from requesting certain information.
Form type: Under Form Type, you can select: More volume or higher intent. Choose more volume if your campaign goal is to get the form completed by as many people as possible. Selecting higher intent adds a step to your form that allows people to review and confirm their info before they hit submit. This is a good option if your objective is to seal a deal.
Thank you screen: This screen will appear after the form is submitted. You can also include a call-to-action or download link here.
1) Click Settings under the name of your form and check that you would like to collect organic leads. This advanced step is optional but recommended. You can also change the language of your form here.
2) Click Finish in the top-right corner. Review your ad from Ads Manager and when you’re ready to publish, click Confirm.
Once you’ve created an ad, you can access leads through, customer system integration, implementation of the Facebook Marketing API, or by manual download.
Facebook ads for businesses solve two specific problems for advertisers:
– Conversions from mobile devices tend to be low.
– Most users don’t use Facebook to shop for products.
This approach can be more effective than most other campaign objectives for generating new sales targets. Setting up Lead Ads is incredibly easy and very effective. The next step is using your digital marketing prowess to encourage that jump from prospect to paying customer. But if you think you cannot handle the process of running ads on your own, we are right here to help you out with Facebook ads for businesses in Edmonton. Just talk to us, and we will help you weave some of the best Facebook ads that will definitely convert.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.